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Executive Summary Between 2017 and 2024, Tata Motors executed one of the most consequential brand repositioning campaigns in Indian automotive history. Through the Nexon and Harrier SUVs, the company transformed its passenger vehicle identity — from a price-led, utility-first automaker into a credibility-driven, aspiration-forward SUV brand. This transformation was achieved not through a single campaign but through an architecture of consistent, multi-layered marketing decisi